Yahoo and AOL will both be rebranded as Oath, Verizon’s AOL division head announced on Monday.

Verizon’s digital media division has not yet completed its $4.48 billion purchase of Yahoo, but it is expected to do so by the summer, when the new name would kick in. The New York Times reports that acquired brands Yahoo, AOL, and The Huffington Post will retain their current branding, but will be collected together under the Oath name. As Armstrong said, the combined brands bring with them over 1 billion consumers attached to some well-known brands and others that are floundering.

Verizon announced that it would acquire Yahoo in July of last year.

“Yahoo is a company that has changed the world, and will continue to do so through this combination with Verizon and AOL. The sale of our operating business, which effectively separates our Asian asset equity stakes, is an important step in our plan to unlock shareholder value for Yahoo. This transaction also sets up a great opportunity for Yahoo to build further distribution and accelerate our work in mobile, video, native advertising, and social,” said Marissa Mayer, CEO of Yahoo.

Rumor has it that Mayer may not be making the transition along with Yahoo.

Ronan de Renesse, an industry analyst at Ovum, said that he sees the new branding as a bid for more advertisers.

“Whether by accident or design, the move comes at an opportune time. Major advertisers in the US and UK have pulled spend with YouTube after discovering that their adverts were appearing next to extremist videos and other inappropriate forms of content, while Facebook has come under fire over the accuracy of its video metrics.”

He also noted that Verizon’s digital media business will be going head-to-head with AT&T and Time Warner, which may merge.

“But Verizon’s digital media business still faces the same challenges that existed before these stories emerged: how to create a coherent and compelling offering for advertisers out of a mish-mash of consumer-facing brands and digital platforms, some of which have seen better days.”